In an increasingly difficult landscape for crypto advertising, SEO has become an important element for Web3 projects. Regulatory restrictions on paid advertising have made organic reach more important than ever. But why is SEO important for crypto businesses and how can projects, platforms and exchanges use organic search to generate new users and, in turn, conversions?
The importance of SEO in Web3 is underrated.
In a vertical that is flooded with content, whether it’s white papers, roadmaps, or coin information pages, having content that works is vitally important. The truth is that the industry is saturated with projects, as evidenced by the more than 15,000 smart contracts currently in operation. If your website and its content are invisible, the success of your project is limited from the start.
And then there are exchanges. The vast majority of daily volume is concentrated on the top 10 exchanges according to CoinMarketCap. It’s no coincidence that these same exchanges also have the highest levels of organic traffic. Binance, Coinbase and FTX – All are leaders within the organic SERPs (Search Engine Results Pages) and take positions 1-3 by volume. It’s an exact science. Attract more users, get more engaged buyers.
But how can your project benefit Crypto SEO? What should be considered from technical, content and link building perspectives? Let’s take a look.
How can DeFi platforms benefit from SEO?
Decentralized finance (DeFi) is a complex proposition. As such, advertising platforms often have very strict terms and conditions that present high barriers to entry for running paid ads. Most of the time, paid ads are not achievable for DeFi platforms due to localized legislation that strictly prevents them from doing so without being regulated.
The beauty of DeFi is decentralization, so running paid campaigns that require registration with a local regulator is generally impossible.
So how can platforms continue to generate traffic and new users, and grow? Total value locked (TVL) in the respective protocols? SEO represents a more than viable option. Let’s look at a keyword as an example:
Seed Keyword: Crypto Betting Platforms
Crypto Staking receives international search volume and requires at least 34 referring domains to compete.
The search intent for this keyword is related to an end user looking to research various engagement platforms. They are likely looking to corroborate confidence, while also confirming expected returns or APY/APR.
Appearing on page 1 of Google for that search is the best trust builder. Users subconsciously trust a platform more when it appears within the organic SERP, without necessarily even understanding SEO. There is almost an innate desire to trust websites that are visible on page 1.
And then there’s potential. This keyword alone represents a search volume of 260 searches per month in the US alone. The keyword is highly relevant to betting platforms, and users performing this search are likely to be in the consideration phase and close to becoming a committed buyer once their search is complete. “Do your own research” (DYOR) is a prominent motto within cryptocurrency, and using search engines in this way helps users conduct this research.
This is only when looking at a seed keyword. When conducting effective keyword research, different variations can be found, including long-tail keywords that have lower volume but higher conversion potential. Once more and more users are converted as traffic increases, this is reciprocally attributed to the blocked value in the protocol.
What about crypto projects? Can they benefit from SEO?
Crypto token marketing is a very controversial topic. The Securities and Exchange Commission (SEC) has begun cracking down on paid advertising, with recent examples including Kim Kardashian goes into a monetary meltdown for an inappropriate crypto ad, due to the lack of disclosure about their financial compensation.
Therefore, a compatible marketing funnel is definitely more important than a performance funnel.
How does SEO fit into this? Well, there is no third-party promoter present when performing an SEO strategy. The meat and drink of a strategy is on-page optimization, off-page link building, and content. There is no promoter or influencer telling someone to buy a token or coin. Your website does the work for you.
If a user searches for “metaverse currency” and finds your website because of its Google ranking, that is the user’s chosen journey as a result of their own research and due diligence, as opposed to a “paid shill” providing lead investment. tips like we see with influencers.
Exchanges definitely benefit the most from SEO
As mentioned above, exchanges see exceptional results from organic search traffic.
A user acquisition journey to a KYC verified exchange account will usually always start with a Google search. The reason for this is due to the large number of coins and tokens that usually exist on an exchange, so users can trade them effectively.
Each coin or token is essentially a product, of which it will come with its own keywords and volume respectively. Bitcoin, Ethereum, XRP, Cardano – they all have their own variations of keywords, search intent and volume.
With effective coin-by-coin site structure and content, exchanges can see huge spikes in organic traffic once they rank for a few “Buy + (currency)” keywords. It then allows the exchange to leverage the volume of projects listed on the exchange and drive volume as a result.
There is also the compliance argument. Google requires regulatory registration with a local authority in most countries, making the paid ads route very difficult to navigate. All SEO needs is testing, link building, content, and ultimately time.
SEO continues to be important to Crypto
If your crypto business is a serious enterprise, you should consider SEO. Cryptography adoption is reported to be a about 14% in the US alone, showing that there is still a large audience that is potentially ready to join an exchange, platform or become buyers of a token.
There is also the availability of new search engines to consider as well. Brave and DuckDuckGo are becoming increasingly prominent, especially within the cryptocurrency vertical. SEO still carries weight regardless of your chosen search engine and should be at the forefront of your crypto marketing strategy.
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